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Three things to know about advertising on 360 Search

360 Search is the second most popular search engine in China, with over 35% of the market share.

Yet despite having as many users as the entire UK population, many international marketers have never heard of it.

If you are targeting China then you need to get familiar with the search engine and the various advertising options that it offers.

Here are three advertising options you need to be aware of if you want to succeed at advertising on 360 Search.

1. Text ads with sitelinks

This is the most basic advertising option on 360 Search. The ad format is made up of ad text and a maximum of 5 sitelinks. The advertiser can also insert a brand logo to make the ads more recognisable. This type of ad is available on a cost-per-click model.

2. Brand Express

Brand-related search terms trigger these ads, which appear in the first position of the search results pages, on both the left and right-hand sides. This advertising option is exclusive to the brand’s owner, so advertisers can only purchase terms related to their own brand. It is an impression-based product and is priced according to the search volume of the selected terms during a fixed period. The minimum order is one month.

3. Hot search

Hot search can be found in the search bar. When users click on the search bar, a drop-down list automatically expands and displays the top 10 searches of the day. Out of these 10 most-searched for topics, positions 4 to 7 are ads. Because this advertising option can quickly lead to tens of thousands of website visitors within a very short period, it is one of the most expensive options to run. Most advertisers only subscribe to the product for a few days. The minimum order is one day.

I hope this has given you a useful introduction to advertising on 360 Search. For more in-depth information, read our free guide below.

Christina Xu

Director and Founder at China Marketing Corp

Christina Xu started working on digital marketing for China in 2010 and hasn’t stopped since, working on a variety of international projects for different clients and industries. She joined Webcertain's team in 2013 to pursue her passion for digital marketing, moving on to found her own company in 2017. Christina is an award-winning conference speaker and has over one year’s experience working as a trainer. She speaks Mandarin and English, and has lived in the UK since 2007.